As the CBS television network finally gets around to seriously seeking a new affiliate in Milwaukee, a spokesman for the top candidate is bad-mouthing the network -- and insisting he's not practicing brinkmanship.

"There isn't even a game of chicken," said Alan Frank, acting general manager at WCGV-TV (Channel 24). "You need two players to play chicken and, as far as I'm concerned, I'm not playing."

Frank's comments run contrary to the best theory of Milwaukee television industry observers -- that Channel 24 remains the most logical choice for a CBS affiliate. Next in line, observers say, is WDJT-TV (Channel 58), which is saddled with a weaker signal than Channel 24.

CBS is emitting no signals as to its plans here. The network's contract with WITI-TV (Channel 6) expires Nov. 27, at which time Channel 6 will pick up the Fox network from Channel 24.

CBS spokesman Tom Goodman said any negotiations for an affiliate in Milwaukee are confidential.

"We won't comment until we're ready to make an announcement," he said.

CBS did get some publicity Sept. 23 when it was revealed the network had made a $10 million bid for Milwaukee religious station WVCY-TV (Channel 30), and that Channel 30 rejected the bid. CBS successfully used a similar strategy in Atlanta and Detroit, picking up new on-air outlets in those markets for $22 million and $24 million, respectively.

"They've settled for weak...